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How do you avoid ad extension fatigue and ensure your ad extensions are fresh and engaging?

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Ad extensions are a powerful way to enhance your search ads with additional information, such as phone numbers, locations, ratings, or offers. They can help you improve your click-through rate, quality score, and conversion rate. But if you use the same ad extensions for too long, you may risk losing the attention and interest of your potential customers. How do you avoid ad extension fatigue and ensure your ad extensions are fresh and engaging? Here are some tips to help you optimize your ad extensions strategy.

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Sascha A. Z.
Magdalena Frackowiak

Founder | Google Ads and Grants
??De Kai Wah (Gordon)

Helping D2C Ecommerce Brands go from i2X to 5X ROAS with Performance Marketing | A Security Researcher At The Same Time!

1 Test different types of extensions

Depending on your campaign goals, you may want to experiment with different types of ad extensions to see which ones perform better for your audience and keywords. For example, you may use call extensions for urgent services, site link extensions for navigational purposes, or structured snippet extensions for highlighting specific features or benefits. You can use Google Ads' reports and experiments to compare the performance of different extensions and find the optimal combination.

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??De Kai Wah (Gordon)

Helping D2C Ecommerce Brands go from i2X to 5X ROAS with Performance Marketing | A Security Researcher At The Same Time!
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First thing to keep in mind is that not all extensions are built for your clients. For example, an e-commerce store wouldn't likely want to use a Call Extension, or a lead form. Similarly, a Service Based business would love a Call extension. Before even testing the extension, you first define what kind of extension would be worth the business.

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2 Rotate your extensions periodically

Even if you have found the best types of extensions for your ads, you should not stick to them forever. Your competitors may also use similar extensions, or your customers may get bored of seeing the same information. To avoid ad extension fatigue, you should rotate your extensions periodically and update them with fresh and relevant content. For example, you may change your callout extensions to reflect seasonal offers, customer feedback, or new product launches.

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Change your ad extensions often to keep things new. For instance, you could update your callout extensions to show off new deals or features of your products. This keeps your ads from getting boring and tells your audience about the latest things you offer, which could make them more likely to engage with your ads.

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Magdalena Frackowiak

Founder | Google Ads and Grants
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Let's face it: there is a tried and tested formula for Ad extensions (or assets as they are now called) but don't let this be an excuse for not testing. Ultimately, the success of online advertising is data driven so you'll always find something interesting and original to run against your timeless USPs, Hooks and Social Proofs

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3 Match your extensions to your landing pages

One of the most important aspects of ad extension optimization is to ensure that your extensions match your landing pages. If your extensions promise something that your landing pages do not deliver, you may lose the trust and interest of your customers. For example, if your extensions mention a free trial, a discount code, or a specific product, your landing pages should clearly show how to access or purchase them. Otherwise, you may increase your bounce rate and lower your conversion rate.

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Magdalena Frackowiak

Founder | Google Ads and Grants
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Ensure that your ad extensions align with the content of your landing pages. If an extension highlights a special offer or specific product, ensure that the corresponding deal or item is prominently featured on the linked page. This ensures credibility with your visitors and increases the likelihood of desired actions, such as making a purchase, as they find precisely what the ad promised.

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Sascha A. Z.
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Make sure your ad extensions match what's on your landing pages. If an extension talks about a special deal or a certain product, that deal or product should be easy to find on the page it links to. This makes sure your visitors trust you more and could lead to more people doing what you want them to do, like buying something, because they find exactly what the ad promised.

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4 Use dynamic extensions when possible

Dynamic extensions are extensions that are automatically generated by Google Ads based on your website content, customer intent, and ad performance. They can help you save time and effort in creating and managing your extensions, as well as provide more relevant and customized information to your customers. For example, dynamic location extensions can show your nearest store to your customers based on their location, or dynamic call extensions can show your phone number when your business is open. You can enable dynamic extensions in your account settings or campaign settings.

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Use dynamic extensions to make your ads more personal. For example, dynamic sitelink extensions can show links that are really relevant to what the user is searching for. This saves you time and makes sure the content in your ads fits what the user is interested in right now, which could make them more likely to interact with your ads.

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Magdalena Frackowiak

Founder | Google Ads and Grants
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Leverage dynamic extensions to add a personal touch to your ads. For instance, dynamic sitelink extensions display links tailored to the user's search, enhancing relevance and saving time. By aligning ad content with user interests in real-time, dynamic extensions increase the likelihood of user engagement with your ads.

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5 Monitor your extensions performance and feedback

Finally, you should always monitor your extensions performance and feedback to see how they affect your ad results and customer satisfaction. You can use Google Ads' reports and analytics tools to track metrics such as impressions, clicks, conversions, and quality score for your extensions. You can also use Google Ads' feedback tool to see how your customers rate your extensions and what suggestions they have for improvement. You can use this data to fine-tune your extensions strategy and make them more fresh and engaging.

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Always keep an eye on how well your ad extensions are doing. Look at what users say and how they interact with your ads in Google Ads. By doing this regularly, you can make changes to your strategy to make sure your extensions are still working well and appealing to your audience. Change your extensions based on this feedback to keep them up-to-date and interesting.

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Magdalena Frackowiak

Founder | Google Ads and Grants
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Regularly monitor the performance of your ad extensions in Google Ads by observing user feedback and interaction. This ongoing assessment allows you to adjust your strategy effectively, ensuring that your extensions remain compelling and engaging for your audience. Utilize this feedback to update and refresh your extensions, keeping them relevant and intriguing.

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How do you avoid ad extension fatigue and ensure your ad extensions are fresh and engaging?

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1 Test different types of extensions

2 Rotate your extensions periodically

3 Match your extensions to your landing pages

4 Use dynamic extensions when possible

5 Monitor your extensions performance and feedback

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